Data is the foundation of every marketing strategy—but in Germany, that foundation is crumbling. According to HubSpot’s «State of Marketing Report 2025,» only 44 percent of German marketing professionals surveyed have high-quality access to target audience information. This puts Germany behind countries such as the UK (56 percent) and France (50 percent).

Particularly noteworthy: Without solid data, companies find it difficult to create content that reflects their brand values. While this is considered a key trend in Scandinavia and the Netherlands, only 12 percent of German marketers recognize this development as one of the most significant changes.

Josephine Wick Frona, Head of Marketing for DACH at HubSpot, warns: «The report shows that it’s becoming increasingly clear that data is not only the foundation for targeted marketing, but also a crucial competitive factor.» She sees first-party data and investments in data management, in particular, as key drivers for the future. The full study can be downloaded here.